NATIONAL: Australian fast fashion chain Cotton On has developed a new store format to drive its international expansion strategy.
As first reported in Ragtrader magazine, the retailer had expanded its network of Australian and New Zealand stores to include the Asian market. Cotton On now operated around 400 sites regionally, including new stores in Singapore and Hong Kong.
UK-headquartered design group Dalziel & Pow (D&P), which counted High Street retailer River Island and several footwear retailers at the Westfield London shopping centre in White City as clients, was commissioned to create new formats for the stores.
As part of its venture into the two regions, the retailer had taken on larger, multi-level sites to accommodate its broad portfolio of offerings. These included Cotton On Kids, Cotton On Body and footwear line Rubi shoes.
D&P had retained the brand's signature red colour for its stores' fascia while shades of grey distinguished separate areas inside. A bespoke merchandising system had also been developed to allow for high volume, flexible and cost effective solutions.
"The decision was made to move away from generic off-the-shelf products and a freestanding, bespoke system was developed," D&P said. "Also with a functional aesthetic, its white, clean finish clearly defines product stories. Timber cladding to the entrance and cashdesk provides texture and warmth."
Further store openings across the Asian market, particularly in China, were expected this year.